Educating the Consumer-citizen: A History of the Marriage of by Joel Spring

By Joel Spring

In Educating the Consumer-Citizen: A historical past of the wedding of colleges, advertisements, and Media, Joel Spring charts the increase of consumerism because the dominant American ideology of the twenty first century. He records and analyzes how, from the early nineteenth century in the course of the current, the mixed endeavors of colleges, advertisements, and media have resulted in the construction of a consumerist ideology and ensured its valuable position in American lifestyles and international culture.

Spring first defines consumerist ideology and consumer-citizen and explores their 19th-century origins in faculties, kid's literature, the commercialization of yank towns, ads, newspapers, and the advance of shops. He then strains the increase of consumerist ideology within the twentieth century by means of taking a look heavily at: the effect of the house economics occupation at the schooling of ladies as shoppers and the advance of an American delicacies according to packaged and processed meals; the impact of ads photographs of activities heroes, cowboys, and the clean-shaven businessman in shaping male id; the results of the expansion of the highschool as a mass establishment at the improvement of adlescent shopper markets; the implications of industrial radio and tv becoming a member of with the colleges to coach a consumer-oriented inhabitants in order that, by way of the Nineteen Fifties, consumerist photographs have been tied to the chilly battle and awarded because the "American lifestyle" in either media and colleges; the consequences of the civil rights circulate on integrating formerly excluded teams into the patron society; the alterations the women's circulate demanded in textbooks, university curricula, media, and advertisements that ended in a brand new photo of ladies within the purchaser industry; and the ascent of speedy nutrients schooling. Spring includes the tale into the twenty first century by way of interpreting the evolving marriage of faculties, advertisements, and media and its ongoing function in teaching the consumer-citizen and developing an built-in patron market.

This ebook should be of large curiosity to students, execs, and scholars throughout foundations of schooling, historical past and sociology of schooling, academic coverage, mass communications, American background, and cultural stories. it really is hugely applicable as a textual content for classes in those areas.

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Extra info for Educating the Consumer-citizen: A History of the Marriage of Schools, Advertising, and Media (Sociocultural, Political, and Historical Studies in Education)

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Elinor Polansky, a second-generation Russian–Jewish immigrant, reported about her 1949 home economics classes in a Bronx junior high school: 40 CHAPTER 2 What came across was this idea that your home environment was no good and you had to make it different. For example, we learned that the only right way to cook was to make everything separately . . that was the good, wholesome way. Things all mixed together, like stews, that was considered peasant food. I would never have admitted to my teacher that my family ate its food mixed together.

52 18 CHAPTER 1 Later professional advertisers called Barnum a charlatan and tried to distance themselves from his tradition. In his cultural history of advertising, Jackson Lears stated, Seeking to deny their [advertisers] origins, most protested too much. On the hundredth anniversary of Barnum’s birth, 1910, Printer’s Ink [an advertising journal] disavowed the prophet. 53 Despite the denial by later advertisers that they were following in Barnum’s tradition, most current historians recognized the connection.

67 Despite this later reaction to patent medicine, many of these medicines were eventually sold for different purposes or as homeopathic cures. They also represent the influence of Native American medicine on the American homeopathic tradition. For instance, Coca-Cola and Pepsi-Cola were originally sold as patent medicines for the brain and stomach, respectively. An 1892 ad for Coca-Cola proclaimed, “The Ideal Brain Tonic . . ” Featured in the ads were testimonials from druggists. ” There were no testimonials from druggists in these later ads, but these were endorsements from celebrities such as a large illustration of actress Helda Clark holding a glass of Coca-Cola.

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